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• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Beyond the Book
• Where to Go from Here
• Part I: Getting Started with Branding
• Chapter 1: Putting Brands and Branding in Perspective
• Wake-Up Call: You Probably Have a Brand, Whether You Know It or Not
• What Are Brands, Anyway?
• What brands do
• Why brands are a big deal
• Gaining Your Branding Bearings
• Deciphering branding lingo
• Branding’s essential ingredient
• Branding’s altered environment
• The never-ending branding process
• Assembling your branding team
• Gulp! How much does it cost?
• Pop Quiz: Are You Ready to Brand?
• Chapter 2: Why, What, How, and When to Brand
• Why Bother with Branding?
• Branding to avoid the budget-busting commodity trap
• Branding to cast your vision
• Branding to win trust and increased value
• So, What Do You Want to Brand?
• Product brands
• Service brands
• Business or corporate brands
• Branding individuals (namely, yourself)
• Branding: A Bird’s-Eye View
• The path from brand essence to esteem
• The branding process at a glance
• Brand Architecture 101
• Master brand/parent-driven architecture: A branded house
• Multiple brand/product-driven architecture: A house of brands
• When to Rev Up Your Branding Efforts
• Launching a business
• Introducing a product
• Turning your gig, consulting, or freelancing into a business
• Announcing or fundraising for a nonprofit
• Taking a business public
• Opening markets or going global
• Raising capital
• Merging with another business
• Chapter 3: Gearing Up to Brand or Build a Better Brand
• You Are Here: Marking Your Brand-Development Starting Point
• Getting real about your brand identity
• Knowing and protecting brand assets
• In your dreams! Defining what you want out of branding
• Prioritizing Your Branding Goals
• Build awareness
• Create an emotional connection
• Differentiate your product
• Create credibility and trust
• Achieve preference and motivate selection
• Crunching Numbers: Budgeting Realities
• Committing to the Branding Process
• Aligning your mission, vision, and brand identity
• Including branding in your business plan
• Who’s on First? Suiting Up Your Branding Team
• Chapter 4: Powering Up Your Personal and One-Person Business Brands
• Taking Ownership of Your Personal Brand
• Benefits of a strong personal brand
• Launching the personal-branding process
• Growing into a personality brand
• Branding Your Freelance or Consulting Services
• Benefits of a one-person business brand
• One-person brand-building steps to follow
• Balancing Personal and Business Brands
• Keeping your personal and business brands in balance
• Keeping your personal and business brands in check
• Cross-promoting your two brands
• Part II: Building a Brand, Step by Step
• Chapter 5: Profiling and Positioning Your Brand
• The Marketing Muscle of Positioning
• Successful positioning approaches
• Major positioning strategies
• Positioning around marketplace opportunities
• Finding Your Position: The Birthplace of Your Brand
• Zeroing in on the strengths of your brand
• Defining your point of difference
• Dealing with brand misperceptions
• Mapping your brand’s position
• Aligning Your Brand’s Position with Customer Wants, Needs, and Desires
• What do your customers care about?
• What sets your ideal customers apart?
• Why do customers buy from you?
• Digging Up the Info You Need
• Putting your brand through a self-exam
• Tuning in to customer insights
• Conducting customer research
• Knowing when to get research help
• Where else to turn for facts and figures
• Putting Research in Perspective
• Defining and Testing Your Position
• Chapter 6: Putting Your Brand into Words
• Building Your Brand on the Strong Back of Your Business Mission and Vision
• Focusing your vision
• Defining your mission
• Describing Your Brand and Its Style
• Polishing Your Business Promise
• Considering the Character of Your Brand
• Mission Possible: Defining Your Brand
• What to incorporate
• The anatomy of a brand statement
• Grading your statement
• Putting your brand statement to the test
• Chapter 7: Naming Your Brand
• What’s in a Name?
• What the right name does
• When naming happens
• Types of names
• Fitting your name to your brand architecture
• Naming advice to follow
• Picking (or Inventing) Your Brand Name
• Rounding up good ideas
• The hard part: Narrowing your list to the best options
• Putting your top contenders through a preliminary test
• Building consensus around your top-choice name
• Checking for domain name availability
• Catch It If You Can: Claiming Your Name
• Conducting a name-availability search
• Treading the trademark ropes
• Changing Your Name, If You Must
• Chapter 8: Designing Your Logo and Tagline
• Planning Your Logo: The Face of Your Brand
• What your logo is and isn’t
• Matching your logo to your brand image
• Choosing your logo approach
• Logo Design Resources
• Developing Your Logo Design
• Design ingredients
• Preparing your logo artwork
• Putting Your Logo to Work
• Saving Face: Giving an Existing Logo a Makeover
• Making evolutionary logo changes
• Making revolutionary logo changes
• Managing Your Logo
• Creating standards and usage rules
• Naming a brand cop
• Creating a Tagline
• Discovering what makes a great tagline
• Deciding whether you need a tagline
• Tag(line), you’re it! Coming up with your slogan
• Part III: Winning Brand Fans and Followers
• Chapter 9: Countdown to Takeoff: Launching or Relaunching Your Brand
• Carpe Diem! Seizing the Opportunity to Put Your New Brand in the Limelight
• Preparing for Your Brand Launch
• Knowing your story, chapter and verse
• Putting your brand launch into context
• Producing introductory brand prototypes
• Checking your internal readiness
• Previewing your brand with priority audiences
• Ten, Nine, Eight . . . Writing Your Brand-Launch Marketing Plan
• Benchmarking your pre-launch situation
• Setting your launch goal and objectives
• Defining your target market
• Setting your strategies
• Selecting your brand-introduction tactics
• Brand-introduction budget worksheet
• Takeoff! Launching Your Brand
• Launching internally
• Launching externally
• Chapter 10: Branding in the Digital Age
• Pulling People to Your Brand Online
• The open-and-shut case for building your brand’s online presence
• Capitalizing on the difference between push marketing and pull marketing
• Ego-Surfing to Benchmark Your Brand’s Online Footprint
• Paving the Way for Your Online Presence
• Set your online branding objectives
• Establish your brand name across your digital channels
• Establish your brand’s digital home base
• Optimize your site
• Self-promote your site
• Chapter 11: Engaging Your Brand Audience Online with Social Media
• Getting Organized before Getting Social
• Define your social-media objectives
• Reserve your social-media name
• Turn your brand’s elevator pitch into a 160-character social-media introduction
• Mapping the Social-Media Landscape
• The dominant social networks
• Location-based and check-in sites
• Review and rating sites
• Getting and Staying Active and Engaged
• Setting your social-media strategy
• Creating and posting content
• Making blog posts the backbone of your content strategy
• Creating and sharing video
• Chapter 12: Advertising, Promoting, and Publicizing Your Brand
• The Power of a Strong Brand Image
• A Clear Purpose: Don’t Communicate without One!
• Creating and Placing Ads
• Deciding on your media channels
• Print ads
• Broadcast ads
• Digital ads
• Direct mail
• Where to turn for creative help
• Turning Packaging into a Powerful Brand Touchpoint
• Matching Promotions to Your Brand Image
• Using Public Relations to Build Your Brand
• Covering all the public-relations bases
• Leveraging media relations and publicity
• Part IV: Caring for Your Brand
• Chapter 13: Perfecting Your Brand Experience
• Making an Organization-Wide Commitment to Your Brand
• Writing your branding playbook
• Becoming your brand’s MVP
• Suiting Up a Team of Brand Champions
• What everyone in your organization needs to know about your brand
• Gaining team buy-in
• Building Brand Trust at the Point of Sale
• Developing and sharing brand testimonials, endorsements, and reviews
• Intercepting and overcoming objections
• Delivering a Brand-Building Experience
• Testing your brand experience
• Auditing your brand experience
• Chapter 14: Winning Brand Loyalty
• Developing Loyalty through Customer Relationships
• Why customer relationships matter
• Sparking customer relationships
• Igniting Customer Passion
• Nurturing Brand Loyalists
• Increasing accessibility and interaction
• Generating buzz that spreads virally
• Takeaways from best-of-viral case studies
• Loyalty program do’s and don’ts
• Recipe for a cult brand
• Keeping Your Best Customers
• Chapter 15: Valuing and Leveraging Your Brand
• The Brand Value–Brand Equity Connection
• Revving up the economic engine
• Gaining a competitive advantage
• Estimating Your Brand’s Equity
• Brand equity measuring sticks
• Calculating your brand equity
• Identifying evaluation experts
• Protecting Your Brand Equity
• Planning for Product Innovations
• Tiptoeing into a Brand Extension
• Avoiding line-extension traps
• Looking before leaping into brand extensions
• Cobranding Cautions
• Brand Licensing
• Understanding licensing lingo
• Benefits of licensing
• Licensing steps to follow
• Chapter 16: Revitalizing Your Brand with a Full or Partial Makeover
• Brands Grow Old, Too
• Spotting brand aging signs
• Brand change-of-life warning signals
• Examining Your Brand’s Health
• Conducting a brand review
• Making the diagnosis: Retool or retire?
• Fixing a Broken Brand
• Protecting your valuables
• Making the change
• Part V: Protecting Your Brand
• Chapter 17: Defending Your Brand Legally and through Careful Usage
• Immunizing Your Brand with Government Filings and Trademarks
• Registering your name with local government offices
• Obtaining a trademark
• Maintaining your trademark registration
• Shielding Your Brand from Misuse
• Laying down the law with brand-usage guidelines
• Enforcing brand-usage rules
• Naming and empowering a brand cop
• Chapter 18: Taking Action When Bad Things Happen to Good Brands
• Caution Ahead: Avoiding Brand-Equity Landmines
• Identifying potential threats
• Taking preemptive strikes against brand threats
• Be Prepared: Planning to Dodge Brand Threats and Missteps
• Compiling a list of who’s who
• Knowing who to call
• Working out what to do and say
• Acting with speed, calm, consistency, and unwavering customer focus
• Following crisis communications do’s and don’ts
• Picking Up the Pieces Post-Crisis
• Following up on promises made
• Rebuilding trust
• Part VI: The Part of Tens
• Chapter 19: Ten Signs that Your Personal Brand Needs Attention
• You’re Not Making Your Personal Goals
• You Think Personal Branding Sounds Self-Absorbed
• You Can’t Say What You’re Best At
• Search Results for Your Name Are Few and Far Between
• Links to Your Name Are Dated, or Worse
• You Freeze Up When It’s Time to Introduce Yourself
• Your Connection Invitations Get Ignored
• You Aren’t Sure Which to Promote: Your Personal or Your Business Brand
• You Need but Don’t Know How to Ask for Referrals and Recommendations
• You Want More Awareness, Credibility, and Recognition in Your Field
• Chapter 20: Ten Branding Mistakes and How to Avoid Them
• Thinking of Branding as a Quick Fix
• Starting with a Weak Brand Identity
• Forgetting the Branding Rule of One
• Failing to Differentiate
• Failing to Launch Your Brand with Fanfare
• Failing to Protect and Defend
• Believing that What You Say Is More Important Than What You Do
• Losing Brand Consistency
• Asking Your Brand to Stretch Too Far
• Ignoring Brand Aging Signs
• Chapter 21: Ten Branding Truths to Remember
• Branding Starts with Positioning
• A Brand Is a Promise Well Kept
• Branding Happens from the Inside Out
• Consistency Builds Brands
• People Power Brands
• Brands Live in Consumers’ Minds
• Brand Names and Logos Are Like Keys that Unlock Brand Images
• Brand Experiences Trump Brand Messages
• Brands Need to Start and Stay Relevant
• Brands Are Valuable Assets
• About the Authors
• Cheat Sheet
• More Dummies Products